German condom brand Billy Boy, known for cheeky and unconventional marketing, wanted to address a serious issue: the rise of non-consensual recordings during sex. With smartphones omnipresent—even in bedrooms—cases of “revenge porn” and leaked intimate content were increasing, especially among teenagers.
Research showed that 1 in 3 teenagers reported being victims of non-consensual recording during sex, leading to emotional distress, depression, and even suicidal thoughts. Billy Boy saw an opportunity to extend its brand purpose beyond physical protection to digital safety.
Partnering with Innocean Berlin, Billy Boy launched CAMDOM in 2024—a first-of-its-kind app branded as a “digital condom.”
Campaign Overview
CAMDOM App: A mobile application that blocks smartphones from recording audio, video, or photos during intimate moments.
Launch Timing: Released during Sexual Health Month, aligning with global conversations on consent.
Messaging: Framed CAMDOM as “the digital condom”—a metaphor that connected Billy Boy’s core product with digital protection.
Channels: Social media, PR, and digital activations targeted young audiences.
Campaign Objective
Expand the definition of protection: Move beyond physical contraception to digital safety.
Raise awareness about the dangers of non-consensual recording and revenge porn.
Position Billy Boy as a socially responsible, innovative brand.
Engage Gen Z audiences with a tech-driven solution to a real problem.
Execution
App Development: CAMDOM was designed to disable smartphone cameras and microphones during use, preventing recordings.
Educational Content: Campaign films explained the dangers of revenge porn and how CAMDOM works.
Social Media Push: TikTok and Instagram activations encouraged conversations around consent and digital safety.
Influencer Partnerships: Collaborations with youth advocates and sexual health educators amplified credibility.
PR Coverage: The novelty of a “digital condom” generated global headlines, sparking debate about tech and intimacy.
Brand Impact
Purpose Expansion: Billy Boy redefined its role from just a condom brand to a protector of intimacy in all forms.
Cultural Relevance: Tackled a pressing issue for Gen Z, aligning the brand with consent culture.
Earned Media Buzz: The “digital condom” concept was widely covered in advertising and mainstream press.
Brand Differentiation: Positioned Billy Boy as innovative and socially responsible in a crowded market.
Results
CAMDOM by Billy Boy resulted with 850M+ people impacted and 5.2B+ global impressions, driving 300K+ new app users with a download every 4 minutes at peak. The campaign achieved massive global PR coverage across advertising, tech, and lifestyle media, saw exceptionally high Gen Z engagement on social platforms, and was widely praised as a breakthrough, purpose-driven innovation in sexual health marketing.
Lessons Learned
Innovation can extend brand purpose. Billy Boy moved beyond physical protection to digital safety.
Addressing taboo topics builds credibility. Tackling revenge porn resonated with young audiences.
Metaphors matter. Framing CAMDOM as a “digital condom” made the concept instantly relatable.
